Mohammad Salehan Department of ITDS University of North Texas

 Introduction  Literature review  Research model and hypotheses  Methodology  Discussion  Conclusion 2

 Social networking sites (SNS) are communication channels  Recent concern about trust in SNSs  Previous work on the effect of trust on SNSs ◦ TAM-based ◦ Subjects are the outsiders ◦ Concentrated on the intention to use  What’s the effect of trust on the insiders? 3

 Two dimensions from the perspective of the degree of information sharing ◦ Sharing regularity  The width dimension  The frequency of sharing information ◦ Sharing density  The depth dimension  The degree of private information shared by a SNS user 4

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 Propose a research model describing two dimensions of sharing behavior in social networking sites  Empirical validation of the proposed research model using data collected from SNS users  Provide insights regarding SNS users’ sharing behavior and its antecedents 6

StudyFindings Boyd and Ellison (2007); Brown et al. (2007) SNS research focus: impression management and friendship performance, networks and network structure, online/offline connections, privacy issues, and online marketing Boyd and Ellison (2007); Privacy concerns regarding SNSs especially concerning the safety of younger users Young and Quan- Haase (2009) Three privacy concerns of SNS users: their misused, sold, or observed by unintended audiences Effect of profile visibility and network size on information disclosure Lewis et al. (2008);Gender and privacy concerns SNS intensity and privacy concerns 7

StudyFindings Tufekci (2008)Age and information disclosure Gender and privacy concerns Fogel & Nehmad (2009) Gender and privacy concerns Pavlou (2011)Trust is a central variable associated with information privacy Doney et al., (1997)Study of trust in different disciplines Trust as “the perceived credibility and benevolence of a target of trust” Mayer et al. (1995)the willingness of a party to be vulnerable to the actions of another party 8

StudyFindings Valenzuela et al. (2009) Effect of Facebook intensity on social capital dimensions (life satisfaction, social trust, and political and civic participation) Ellison et al. (2007); Steinfield et al. (2008) FaceBook usage and social capital Pavlou (2003)Trust as an important part of web-based systems Gefen et al. (2003)Integrity, benevolence, ability, and predictability of e-vendors Gefen (2004)Role of trust in e-commerce 9

StudyFindings Gefen (2000, 2004), Pavlou (2003), Basso et al. (2001), Suh & Han (2003), Corbit et al. (2003), Salisbiury et al. (2001) The effect of trust on purchases over the internet Chai & Kim (2011)Effect of ethical culture, sense of belonging to the SNS, and social ties among members on knowledge sharing DiMicco et al. (2008)Knowledge sharing on SNS as an instrument for career advancement and convincing the others to support ideas and projects Ardichvili et al. (2003)Security and confidentiality considerations cause some employees to use old techniques of knowledge sharing 10

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 Survey  7-item Likert scale  Social trust: Valenzuela et al. (2009)  Trust in SNS: Fogel & Nehmad (2009)  Attitude toward sharing and subjective norm: Bock et al. (2005)  Sharing density and sharing regularity: Young & and Quan-Haase (2009) 13

 126 undergraduate students  Final sample count: 117  Usable sample rate: 93%  67% male 14

Attitude toward Sharing Sharing Density Sharing Regularity Social Trust Subjective Norm Trust in Website ATS ATS ATS ATS ATS SD SD SD SN SN SN SN SN ST ST ST ST ST ST TS TS TS TS SR1R SR2R

Composite Reliability Cronbach’s Alpha Attitude toward Sharing Sharing Density Sharing Regularity Social Trust Subjective Norm Trust in Website

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 Identification two dimensions of users’ sharing behavior in SNS context  Application of a well-known theory (TRA) to determine SNS users’ sharing activity  Use both social trust & trust in website simultaneously to predict SNS users’ sharing behavior 18

 Finding different trust-making mechanisms to increase SNS users’ trust  Working toward improving attitude toward sharing in SNS users  Increase SNS activity to increase information disclosure 19

 Undergraduate student sample  Single major students  67% of respondents were male  Low cultural diversity sample  New constructs with low Cronbach’s alpha 20

 Using better sample ◦ Different age and education groups ◦ Different cultures and countries  Check the effect of demographic attributes  Factors affecting trust in website  Factors affecting attitude toward sharing  Incorporation of privacy in the model 21

 The study of sharing behavior of user in SNS environment  Two dimensions of SNS sharing behavior  The effect of social trust, trust in SNS, and attitude on two dimensions of SNS sharing behavior  The Effect of sharing regularity on sharing density 22

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